Read time: 5 minutes
In an ideal world, your lead generation partner should feel like an extension of your own team, not just a service you’ve hired. They should bring insight, flexibility, and a genuine interest in your success, helping you navigate challenges like limited resources or internal bottlenecks.
For many marketers, one of the biggest hurdles isn’t strategy or targeting, it’s having the authority (or budget) to approve what’s needed. A strong partner can make that easier by building a business case, providing transparent performance data, and giving you the confidence to secure buy-in from decision-makers.
So, what does “good” actually look like in practice?
1. They align to your objectives, not just their deliverables
Too many vendors work to their own internal definitions of success, focusing on hitting volume targets or delivering a set number of leads regardless of quality.
A good partner starts with your goals — whether that’s breaking into a new market, improving conversion rates, or building a pipeline that supports long-term growth — and builds a strategy backwards from there.
Look for:
- Willingness to understand your business model and ICP in detail
- Campaign planning that maps activity directly to commercial outcomes
- Flexibility to adapt mid-campaign if priorities shift
2. They bring clarity and transparency
Hidden pricing, vague reporting, and “trust us” responses are a red flag. According to our Vendor engagement report, 69% of buyers list lack of transparent pricing as a top frustration, and over half cite a poor understanding of their business needs.
These frustrations go beyond minor annoyances; they directly impact trust and decision-making. When buyers feel they’re not getting clear information, they’re less likely to see a vendor as credible or worth the investment. Transparency, therefore, isn’t just a nice-to-have; it’s a core part of building confidence and helping marketers justify spend to their leadership teams.
A good partner:
- Explains exactly how your budget will be spent
- Shares clear, digestible reporting that ties activity to results
- Flags risks or underperformance early, with a plan to fix it
Recommended reading: Breaking up is hard: When (and how) to switch demand gen vendors for better results
3. They know the buying group isn’t a single person
The single decision-maker is a myth. Influence is spread across an entire group of stakeholders who each have their own priorities, concerns, and points of influence.
The best partners don’t just acknowledge this complexity; they actively use data to identify who those stakeholders are, how they interact in the decision process, and what information each of them needs. By tailoring content and outreach to reflect these different roles, they make it easier for the whole buying group to reach consensus.
Recommended reading: Inside the buying group: How to market to every stakeholder
This might mean:
- Early-stage researchers receive access to thought leadership or research summaries that help frame the problem space
- ROI case studies and proof points tailored to budget holders
- Technical specs, compliance details, and integration guidance for IT stakeholders
When your partner understands that each role’s “yes” comes at a different point — and in response to different information — they can help you accelerate consensus.
4. They combine speed with relevance
Buyers expect fast responses and meaningful ones. In our research, 61% of buyers are frustrated by slow follow-up, and 51% by generic communication. This isn’t just about convenience; it shapes how buyers perceive your professionalism and credibility.
A quick, personalised response shows respect for their time and signals that you’re paying attention to their specific needs, whereas delays or generic replies can quickly erode trust and momentum.
A good partner has systems in place to:
- Act on high-intent signals quickly
- Ensure lead delivery is accurate, timely, and aligned to your agreed criteria
- Maintain consistent communication on campaign progress
5. They make it easier to secure internal buy-in
One of the hardest parts of marketing isn’t always running campaigns; it’s winning the internal arguments needed to get them off the ground.
Budgets are under scrutiny, stakeholders want evidence before they approve spend, and marketers are often caught in the middle trying to justify every decision.
A strong partner recognises this and gives you the tools to build a credible case internally, arming you with proof points that resonate with leadership teams.
If you’re not the final decision-maker on budgets, your partner should equip you with:
- Data that proves the potential ROI before launch
- Case studies and examples relevant to your sector
- Practical talking points you can use to justify budget or resource needs
The goal? To help you win approval for the tools, content, or budget needed, without feeling like you’re starting from scratch every time.
6. They focus on outcomes, not outputs
It’s easy to deliver “X number of leads.” But when those leads don’t progress through the funnel, the value quickly evaporates.
The difference between a vendor and a partner is in the outcomes: you want someone who focuses on delivering leads that are more likely to move forward in your pipeline, not just inflate top-line numbers.
The real measure of success is whether those leads meet the quality criteria you’ve agreed on and give your sales and marketing teams the best chance of progressing opportunities.
A good partner:
- Prioritises quality over quantity
- Aligns lead criteria to your sales and marketing teams’ needs
- Provides reporting that extends past basic engagement numbers, giving you clarity on lead quality and alignment to the agreed criteria
Why the right partner matters
A good lead generation partner doesn’t just fill the top of your funnel; they help you make a compelling case internally, reduce wasted effort, and guide you through the complexities of today’s buying process. They understand that their success depends on your ability to prove value to stakeholders and secure the resources you need.
If your current vendor isn’t delivering on these fundamentals, it might be time to re-evaluate. After all, the right partner doesn’t just deliver leads, they help you build lasting momentum.
